Motiv Sports Partners with Laurel to Deliver Next-Gen Timing Technology Across Its U.S. Event Portfolio

October 1, 2025

Hundreds of thousands of participants and spectators will experience enhanced race day access at top races around the country

SALT LAKE CITY, Utah (October 1, 2025) /ENDURANCE SPORTSWIRE/ – Laurel Innovations, a leading endurance event technology and services company, has announced a new partnership with Motiv Sports, a North American leader in mass participation events. Motiv Sports will begin rolling out Laurel timing technology across its portfolio of endurance sports events in the U.S. this year.

This collaboration with Motiv Sports will bring Laurel to some of the largest and best-recognized races in the country, including the Long Beach Marathon, Bay to Breakers, the new Savannah Southern Half Marathon, and eight other events. In total, the move to Laurel will enhance race day digital experiences for over 150,000 participants.

“Our participants come to Motiv events to have top-notch experiences that surprise them, delight them, and help them achieve their goals. Introducing Laurel and its benefits to our races will further elevate the best-in-class race days our runners have come to expect,” said Crystian Kumnick, Managing Director of Motiv Sports. “As our participants come together at our events for community and connection, technology like Laurel helps the memories live on longer and create even more participant loyalty.”

“As the endurance event industry continues to surge, top organizers are looking for ways to not only make their events stand out, but keep them ahead of the curve when it comes to technology,” said Phil Dumontet, CEO of Laurel Innovations. “This new partnership with Y11 to bring Laurel to their Motiv events in the U.S. signals to us that timing enhancements are part of that strategy. Laurel’s data-driven insights will be a differentiator and opportunity creator for Motiv’s event staff, spectators, and runners as they complete some of the most iconic events in North America.”

Laurel was developed to elevate the experience for participants, spectators and race organizers alike at endurance sports events. Brooksee’s Laurel Intelligence™ technology translates timing data into dynamic, AI-generated race recaps, delivering a personalized, shareable experience for every participant. For spectators, real-time tracking with greater accuracy allows them to more easily cheer on and support their friends and family taking part in the race. Event directors and law enforcement can harness real-time visibility on athlete positioning for faster response times, improved safety protocols and a more controlled race environment. Plus, faster deployment of checkpoints along the course creates a more streamlined rollout for operations teams.

This year, Laurel’s technology will power over 200 races across the U.S., including San Antonio Marathon, Boston 10K For Women, Ragnar Relay, Every Woman’s Marathon, Seattle Marathon, Las Vegas Marathon, Portland Marathon and Phoenix Marathon.

Laurel’s technology is helping the company work towards its mission to make endurance events more exciting for fans, easier to manage for organizers and more enjoyable for runners. Running is one of the lowest spectator sports globally, and Brooksee aims to offer an extensive update to technology that hasn’t been innovated since the 1990s.

For more information about Laurel, visit www.LaurelT.com, and follow them on LinkedIn.

ABOUT LAUREL

Laurel Innovations is revolutionizing race timing with its patent-pending, next-generation technology engineered for unmatched accuracy and true real-time tracking at athletic events. Utilizing cutting-edge, actively disposable chip technology, Laurel delivers athlete location updates as frequently as every 0.10 miles through one of the most advanced checkpoint networks ever deployed—achieving an industry-leading accuracy that sets a new benchmark. At its core is Laurel Intelligence™, an AI-powered engine that converts raw timing data into dynamic recaps and insights, providing every participant with a personalized, shareable race experience in near real time. Built for scalability, engagement, and storytelling, Laurel redefines the athlete journey and spectator experience with the most advanced timing platform on the market.

ABOUT MOTIV SPORTS

Motiv Sports is a North American leader in mass participation events, dedicated to empowering individuals of all fitness levels to pursue and achieve their goals. From local favorites to destination races, our portfolio of 11 iconic endurance events brings communities together through the shared experience of forward motion. We create, market, and deliver world-class running events that inspire, challenge, and connect participants year-round—both on the course and through digital engagement. At Motiv Sports, we believe that every step forward matters, and we’re committed to building inclusive, supportive environments where people can thrive through movement. For more information, visit MotivSports.com.